Brand Identity, Branding

Pure Storage

Project details

Pure Storage

Matt Kixmoeller

The Logo Smith

Graham Smith


Brand Identity, Branding

The Pure Storage logo, designed by The Logo Smith, has been one of the most prestigious projects that I’ve had the pleasure to have worked on.


Even though I designed it back in late 2010, it continues to stand the relative test of time, at least when we’re talking about start-up logo designs within the technological industry.


They still use this original Pure P logo mark to this day. Although the Pure brand has been expanded upon by The Signal Company, there was seen to be no need to change the Pure P logo mark in any way, and that is a real real thrill for me:


Pure Storage Logo Designed by The Logo Smith

The Pure Storage Logo Design in use

Pure Storage and Formula 1

Pure Storage are rapidly becoming one of the major forces in the Flash storage arena, and to emphasise this fact: Pure Storage now provide substantial Flash hardware, to help the Mercedes-AMG F1 team, @MercedesAMGF1.


Pure Pit Wall

Branded as Pure Pit Wall, with hastag #UnfairAdvantage, they provide substantial Formula 1: stat’s, fact’s, photographs, driver interviews, via some very funky visuals.


You can see the Pure Storage dedicated website at, and the Twitter account

Designing the Pure Storage Logo


The idea stems from the wonderful busy bee: specifically, the pure aspect of the honey that the bee produces and stores in the hives.


Doing a quick mind-map made me realize there is quite a lot in common between bees & pure honey, and the flash arrays made by Pure Storage: the development of the intricate hive network, the characteristics of the actual bee: organized & reliable work horses, fast and efficient.

Pure Storage Logo Design by The Logo Smith1


The Pure Storage logo mark, therefore, captures the initial P, in a shape that encompasses all of the above associations.


A simple Mind Map that showed the path I took from seeing a jar of Pure Honey, that ulimately lead me to the final design. Also a snippet of a quick logo design sketch of my proposed idea, from the Mind Map, that ended up clinching the deal.

Logo & Brand Identity Design by Freelance Logo Designer The Logo Smith.
Hire a Freelance Logo Designer in the UK

If you like the Logo & Brand Identity Design work I have done in my Portfolio, and The Gallery and Monomarks, and are looking to hire yourself a Highly Talented, and Super Experienced (27 Years), Freelance Logo & Brand Identity Designer, then look no further. Visit Hire Me, and fill in the Design Brief , or just Contact me.

The Logo Smith has Full Business Idemnity Insurance WithJack.


BrainExcell Nootropics


Perry Referrals